Project Overview
We created a thought provoking campaign to promote OzHarvest’s new ‘Feeding the 5000’ event 2013. The giant free hot lunch at Sydney’s Martin Place, is part of a global initiative in partnership with the United Nations Environment Program.
Feeding the 5000 events takes place all over the world including Paris, Amsterdam, New York -having originated in London and created by UK food waste identity Tristram Stuart, with OzHarvest’s founder and CEO, Ronni Kahn, responsible for bringing it to life in Australia.
Project Commissioner
Project Creator
Team
Creative director: Ant Donovan
Executive Creative Director: Vince Frost
Senior Designer: Catherine Van Der Werff
Account Manager: Angela Moscoso
Project Brief
We were briefed to create an outdoor campaign to promote Feeding the 5000 and the central messages about saving food and producing less waste, which were at the heart of the event.
Project Need
We designed 30 different posters showing the photographs of non-uniform produce, supported with amusing phrases and sayings, often utilising puns or a play on words, which reference the hero image. We sourced photographs of ‘non-standard’ produce, created by German artist Uli Westphal for his ‘Mutato’ project, to illustrate the campaign. Westphal donated the use of his images for this initiative.
City flags, banners and promotional event collateral were also created to promote the event.
Design Challenge
One the main challenges faced was deciding on which message needed to speak the loudest to the public and when.
During the process we were educated on so many shocking facts about food waste so we had to question if we wanted to express these shocking facts on the posters around the CBD to promote the event or if it was a matter of just telling the public it was a free lunch.
Sustainability
Frost* highly stands for sustainability, using only recyclable paper in the studio and carbon neutral paper.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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